Exploring Corporate Strategy by Gerry Johnson and Kevan Scholes)
- Elements of strategic management - strategic analysis, strategic choice & strategy implementation.
- These elements make up a model - to help readers think about strategic problems and formulate strategy.
- It is useful to have a clearer understanding of how strategies come about (3 parts):
- Patterns of strategy development - strategies are developed over time in organisations. The conclusion reached is that strategic changes may take different forms, but they do not usually occur as major, one-off changes in direction; rather, they are more gradual, incremental developments, with only occasional, more 'transformational' change.
- Three general explanations of strategy development in organisations:
- First, strategies develop as a result of deliberate managerial intent
- Second, strategies can be better explained as the outcome of cultural and political processes in and around organisations
- Third, strategy development is imposed on organisations.
Unlearn
I used to think that strategy is about a long term direction which develop through one-off major changes. It is a mistake to conceive it that way. Strategic development is better described and understood typically in terms of continuity; which established strategy remains unchanged or changes incrementally.
Relearn
Pfizer Malaysia, in 2009, has recently taken back the diversified products from Pharmalink to be promoted by our sales team. This is a 'transformational' change, in which there is a fundamental change in strategic direction which, itself, guides decisions on the strategic move for Pfizer.
This process lead to a quite significant shift strategy, but incrementally. Incremental change might therefore be seen as an adaptive process to a continually changing environment; corresponds to 'fit' concept of strategic management.
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